Supporting new consumption habits and simplifying choice: Lactalis and Matcha revolutionise the cheese category

Cheese, an iconic product of French gastronomy, thrives in a flourishing and strategic market. Ranked No.1 in revenue* and shopping carts**, it is consumed by 85% of French households nearly five times a week***. However, well-established habits limit the discovery of new products and the diversification of purchases.

In this context, Lactalis, the global leader in the cheese market, and Macha, the AI expert in navigating complex categories, announce the launch of an AI-powered personal shopper dedicated to the cheese department—an innovation designed to address industry challenges and meet consumer expectations.

The diversity of the cheese market: a challenge for online shopping

Cheese is the No.1 category in click&collect, accounting for over 7% of FMCG-Self Service (fast-moving consumer goods, fresh, and self-service) sales*, making it the most significant contributor to growth in this channel. However, there is still untapped potential: only 80% of click&collect shoppers purchase cheese via this channel, compared to 99% in physical stores*. The challenge is to continue recruiting new buyers.

Furthermore, consumer expectations are evolving. They seek better guidance in a particularly complex category, especially online. Current navigation structures often lack clarity and do not align well with decision-making criteria, leading to a limited perception of available offerings for more than 67% of online customers***.

What better solution than Matcha’s AI-powered personal shopper, already proven in wine, beer, spirits, coffee, and beauty categories, to tackle this challenge?

"With Matcha, Lactalis aims not just to offer products but to transform what can be a complex decision into a simple and inspiring experience. Online shoppers, often not cheese experts, may need recommendations to select the right cheese for every occasion. On its website or shopping app, consumers can click on a specific use case—breakfast, aperitif, snack, winter and summer recipes—and receive a perfectly tailored selection of cheeses. This approach is both fun and efficient, allowing consumers to explore the richness of cheese while finding daily inspiration," explains Coraline Mordelle, E-commerce Manager at Lactalis France.

Matcha and Lactalis take on this challenge and more with the AI-powered personal shopper

By partnering with Matcha, Lactalis aims to revitalise cheese categories, support the growth of emerging consumption habits (cooking, breakfast, snacking, etc.), and enhance the shopping experience. Indeed, in the online cut-to-order cheese category, 36% of buyers expect a service, with 20% of them interested in pre-made cheese platters, while 44% seek advice, such as pairing ideas or recipes***.

Thanks to its artificial intelligence, which analyses the characteristics and specifics of each product while cross-referencing them with consumer expectations, Matcha can address these challenges: simplifying the purchasing journey with personalised recommendations and increasing product visibility, including offering cheeseboards tailored to preferences and budgets.

"With over 1,200 varieties of French cheese and countless ways to enjoy them, this category attracted us due to its natural richness, complexity, and evolving consumption habits. After deploying our AI in the wine, beer, and spirits industries, followed by coffee and beauty, partnering with the market leader Lactalis was an additional motivation to explore this exciting new domain," says Thomas Dayras, CEO & Co-founder of Matcha.

*Source: Circana CAM P12 2024

**Source: Kantar 2024, Food Usage Study – Home Consumption & Takeaway

***Source: Pomélo Shopper Drive Study 2022-2023